This satirical vignette titled A Facebook Update in Real Life reflects some real-life attitudes towards the number one social network and the web experience in general.
- Enough with the constant updates! With Facebook, web applications and even some ecommerce sites, the only constant is change. As soon as a user catches up with the old experience, some creative decides to jumble everything around or add and remove major features. The benefit of adding a new shiny object could be outweighed by user frustration. And unless you’re as indispensable as Facebook, it could cause defection from your site, application or service.
- People worry about privacy. We can laugh at the “privacy window,” but there is real concern that applications are sharing too much on our behalf, including ecommerce sites that use Facebook Connect.
- Social proof isn’t as powerful as you think. We all have social connections outside our inner circle, and their likes and activities are less interesting to us. Ecommerce sites and other applications that connect to Facebook may overestimate affinities, and use them to personalize in an irrelevant way. You may want to focus your personalization efforts more on what you know about your Facebook-Connected customer’s own preferences rather than their entire social graph.